"Rich Jerk Watch," by Knute Berger (Crosscut Seattle)

Then I stumbled on a piece with a word I hadn't heard (though I'm sure Crosscut readers are way ahead of me on this). It was in a story about a Seattle company called Bag Borrow or Steal that rents high-end fashion accessories online, mostly to women who want to try out the latest Sex in the City-style shoes or purses. Here's the explanation:

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Because fashion trends come and go so quickly, women want to have over-the-top luxury accessories for special occasions without suffering buyer’s remorse or over-cluttered closets, [chief marketing officer Jodi] Watson says. Once customers have finished with their fashion statements, they can exchange them for the next things on their lists for a monthly fee, à la Netflix.

Women also use the company as a way to try the items out before sinking a few grand on the newest Gucci. The “steal” option in the company’s title allows customers to purchase any accessories, sometimes at discounted rates, depending on the make and condition of the item.

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So it's a business that doesn't promote consumption, but in a way restrains it: instead of buying wardrobes with quick expire dates, you rent and return them. Sort of high-end fashion recycling.

So who rents this stuff? "Transumers." No, these aren't spendy trans-sexuals or transvestites, they're "people who want to experience luxury without the hassle of ownership."

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Transumers are consumers driven by experiences instead of the 'fixed', by entertainment, by discovery, by fighting boredom, who increasingly live a transient lifestyle, freeing themselves from the hassles of permanent ownership and possessions. The fixed is replaced by an obsession with the here and now, an ever-shorter satisfaction span, and a lust to collect as many experiences and stories as possible. Hey, the past is, well, over, and the future is uncertain, so all that remains is the present, living for the 'now'.

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